Superdrug has removed Ahava products from its online marketplace following evidence suggesting ingredients may have been processed at an Israeli settlement in the occupied West Bank. The retailer acted after being shown photographs by the American Friends Service Committee (AFSC) which appeared to depict raw materials stored at Mitzpe Shalem, an Israeli settlement. Images included containers marked with 2025 and 2026 dates, alongside what is believed to be Dead Sea mud used in Ahava cosmetics.
Ahava disputes the claims, stating its manufacturing activities consolidated within internationally recognised Israeli territory by 2022. Superdrug confirmed the products were sold via a third-party seller and has since barred the brand entirely from its platform. This action aligns with ongoing UK parliamentary discussions regarding trade restrictions on goods from Israeli settlements, which the UK government deems illegal under international law.
The move highlights increasing scrutiny on supply chains and sourcing practices connected to West Bank settlements. Retailers face growing pressure from governments, NGOs, and consumers to ensure products are not linked to disputed territories or activities contrary to international law. This incident forces businesses in the beauty sector to re-examine their supplier due diligence, particularly concerning the origin of raw materials and the potential for reputational damage linked to geopolitical issues.
